First, the characteristics and problems of China's aging population
1. The elderly population in China has a large base and is growing rapidly. In 20 17, there were 24 10/00000 people aged 60 and above in the national population, accounting for 17.3% of the total population. This population base is already quite large. At the same time, the aging rate in China is faster than that in developed countries. The survey shows that the average annual growth rate of the elderly population in China is about five times that of the total population. From 20 1 1 to 20 15, the number of elderly people over 60 increased from 65,438+78 million to 22 1 10,000, and the proportion of elderly people increased from 13.3% to 65,438.
2. The aging trend is increasing. The data shows that at the end of 20 17, the population aged 65 and above was1580,000, accounting for 1 1.4% of the total population. It is estimated that by 2020, the elderly population will reach 248 million, and the aging level will reach 17. 17%, of which the elderly population over 80 will reach 30.67 million; In 2025, the population over the age of 60 will reach 300 million, making it a super-old country. Considering the intensification of family planning in the late 1970s, it is predicted that the process of population aging in China will reach its peak in 2040.
3. The imbalance between urban and rural areas. After 1970s, due to the influence of the family planning policy, the urban fertility rate was lower than the rural fertility rate. However, a large number of young rural laborers go to first-and second-tier cities to develop, and the rural elderly population increases, especially the left-behind elderly. Rural aging is more serious than urban aging.
4. The proportion of elderly people living alone and empty nesters will be higher and higher. With the acceleration of urbanization in China, more and more families tend to be miniaturized, and with the acceleration of urban life, young children spend less and less time with their parents, which makes the traditional family pension function in China gradually weaken. According to the latest survey, it is estimated that by 2020, the number of elderly people living alone and empty nesters will increase to about 1. 1.8 billion, and the elderly living alone and empty nesters will become the "main force" among the elderly.
5. The trend of "getting old before getting rich" is obvious. Taking Japan, the most aging country in the world, as a reference, from the data point of view, Japan's per capita GDP has been far ahead of China. Even though the Japanese economy has been depressed in recent years, its per capita GDP of 20 16 is still nearly five times that of China, which shows that its national wealth is far superior to ours. It can be said that Japan is an affluent aging society, and the aging state of China in the future is more likely to be "getting old before getting rich", which will inevitably squeeze the consumption level of the elderly.
6. Young people's "gnawing at the old" limits the consumption power of the elderly. In the face of high housing prices, the elderly are bound to spend a lot or even a lifetime of savings and pensions to buy houses for their children, and their spending power is limited. According to the report of China Youth Daily Social Investigation Center, 97% of young people in first-tier cities said that people around them have to rely on their parents to buy a house. This is a cruel fact.
Second, the consumption characteristics and trends of the elderly in China
1, the consumption level of the elderly is constantly improving, and enjoyment consumption has become a trend. The consumption demand of the elderly is developing in a high-level, high-level and diversified direction, which is manifested in the pursuit of quality and enjoyment consumption. Specifically, more and more elderly people are willing to increase investment in tourism and physical therapy. At the same time, the mentality of some elderly people is getting younger and more fashionable, and the consumption concept is gradually moving closer to young people. They pay more attention to the display consumption of makeup and clothing than before. With the continuous improvement of the level of economic development and the continuous improvement of the social security system, the purchasing power of the elderly in China will continue to increase, and the consumption level of the elderly is expected to continue to increase.
2, like shopping, pay attention to experience and service. Older people generally believe that in-store experience will affect their consumption decisions, because it will be more reassuring and convenient to buy goods in the store. In addition, because the energy and physical strength of the elderly decrease with their age, they prefer to spend in the nearby places and pursue convenience and practicality. In the purchase process, they will also pay attention to whether the merchants provide convenient and good shopping environment and services.
3. Online shopping and mobile payment are gradually increasing. The prosperity of social media and the convenience of mobile payment are also imperceptibly affecting the consumption thinking mode of the elderly. They are no longer constrained by traditional cash payment or credit card payment, but are more willing to try online shopping and mobile payment. According to the data of China Internet Information Center, in the first half of 20 17, the group of elderly netizens grew rapidly, with netizens over 60 accounting for 4.8%, up 0.8 percentage points year-on-year, and it is expected to continue to grow in the future.
4. Intelligent and digital products related to health are favored. In view of the gradual weakening of the living ability of the elderly, they increasingly need the assistance of smart products suitable for them. According to the survey data of "20 17 White Paper on the Consumption Habits of the Elderly in China", the elderly are more interested in digital products such as health data monitoring and intelligent remote calling. It is worth noting that more than half of the digital products that the elderly are most interested in are related to physical health.
China's "silver-haired economy" has great potential and needs to be developed urgently. It will be one of the important engines to promote China's economic growth in the future. So, which fields of products and services will be favored by the elderly in the future?
Based on the consumption characteristics and trends of the elderly, in addition to daily necessities, there are also fields such as nutrition, household health care equipment, home-based care for the elderly, traditional Chinese medicine health care, elderly tourism, elderly entertainment and learning, and elderly insurance and wealth management, and the market prospect is extremely broad.
Undoubtedly, with the deepening of China's aging and the maturity of the concept of old-age consumption, how to adjust the commodity structure and grasp the old-age consumption is becoming a new commercial trend.
Article source: Know Daily